Old People's Home for Four Year Olds at Christmas with Age UK, MGOMD and C4

Channel 4

 

We created a perfect partnership between Age UK and our hit show ‘Old People’s Home for Four Year Olds’ for a one-off Christmas special that achieved phenomenally high cut-through rates at the busiest time of year for many charities. Older people’s loneliness is a critical issue in the UK, with over 1.2m older people lonely and 200,000 going over one month without speaking to anyone. Ageing is not a topic people want to face and with declining charity trust and Christmas advertising noise, it is a difficult time of the year to cut through. We were challenged to help Age UK raise awareness of the issue and drive an increase in both donations and volunteering during the busy festive period. We immediately identified that the brand values of our hit show ‘Old Peoples Home for 4 Years Olds’ perfectly matched those of Age UK: both shine a light on the older generation, with the added bonus of using our innovative and fresh approach from the show, which was to get 4 year olds involved. We worked together to bring a Christmas special to primetime on Channel 4, that was seamless and tied in beautifully to both charity and programme

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